Business
So you want to be a social media star? What to know about the creator economy in 2024
Half a trillion dollars. That’s how large the creator economy, currently pegged at $250 billion, is predicted to grow in the next four years, according to Goldman Sachs.
While people have been making a living off of creating content for online audiences for nearly two decades, what was once a nascent industry is growing up. Brands are getting more strategic about influencer marketing, a thriving ecosystem has emerged to serve creators and their needs, and social platforms are increasingly nudging consumers to spend while they scroll.
What does this mean for influencers and their audiences? The Times asked those who have been in the creator economy for decades to opine on what the new year will bring. We’re still in the early innings, they said, but in 2024, the industry will continue to mature in significant ways.
It will get tougher to build a ‘real’ business.
Most creators start off as one-man bands. They brainstorm, film, edit and post content on their own. Day by day, they grow their followings, and eventually begin to make money. But then what?
“There are two options: You either bring in a manager or agent externally, or you hire a COO or business partner internally,” said Jon Youshaei, a creator and founder of Youshaei Studios. “And more and more, I’m seeing creators bring in a right-hand person internally.”
A lot of this has to do with competition. Although the barrier to entry has never been lower, building a “real business” in the creator economy is getting harder, Youshaei said.
Blake Michael, chief strategy officer of Fourteen Media Group, a consulting firm for creator economy startups, said this necessitates bringing in outsiders to help with growth strategies.
“Niche verticals are so quickly becoming saturated, and that means you’ve got to put more effort into your content to stand out,” Michael said.
Companies will be more selective about who they work with …
In the early days of influencer marketing, creators quickly attracted money and attention from companies clamoring to get in on social media. This year, businesses won’t be as willing to throw money at any influencer that comes their way.
“I just think they’re getting a lot smarter,” said Joe Gagliese, co-founder of Viral Nation, one of the world’s first influencer marketing agencies. “They want to understand: Does this person really align with my brand? What are their views and perspectives on things that might not align with my brand?”
As brands become more disciplined in their efforts in 2024, they will increasingly want to see results they can measure, Gagliese said.
Two influencers who may look the same on paper might produce completely different results. Companies are learning to look at metrics such as community engagement over number of followers, and they’re scrutinizing the type of relationships creators have with their audience.
“There’s creators who people look to and trust for their opinion, and then there’s creators who folks like to be entertained by,” Gagliese said, “and those two types of engagement are very different as it relates to being able to help a brand.”
… But this could mean more opportunities for ‘micro influencers.’
Counterintuitively, the push to formalize channels of influencer marketing will mean more opportunities for creators with smaller followings.
Traditionally, several “inefficiencies” have slowed down the process when companies want to work with influencers, said Zach Ferraro, head of strategic partnerships at Fourthwall, a platform that helps creators sell products and launch memberships.
First, brands had to look for the right creator — and often they didn’t know exactly what they were looking for or what to expect realistically in terms of outcomes, Ferraro said. They had to go back and forth with a manager on rates, which can vary widely, and provide deliverables, such as a certain number of Instagram posts or videos.
To make it worth the friction and costs involved, brands would look only to ink larger deals.
But as companies have become more experienced, platforms that connect creators with brands have proliferated and the process has become more transparent. For example, the company F*** You Pay Me, allows creators to anonymously review brands they’ve worked with and share how much they got paid.
“Smaller, mid-tier micro influencers are going to get more opportunities as friction goes down,” Ferraro said.
Gagliese of Viral Nation agrees.
“I think that creators who have really developed core audiences and communities and have the ability to convert and create those business outcomes will likely get paid more,” he said. These are the influencers who might not have millions of followers but boast smaller, devoted audiences.
Another possibility is for brands to hire smaller creators for in-house content, Ferraro said. “Middle-class” creators who might not be doing as well financially as they want to be could find opportunities offering their expertise to brands looking to build their audiences.
Consumers will pay you for your content too.
With the advent of in-app “tipping” features on social platforms, creators have another way to make money: Their fans can pay them directly without going through a third-party platform, such as Patreon or Buy Me A Coffee.
On TikTok, users can purchase coins to spend on virtual gifts for livestreamers on the platform that can then be converted into earnings. The most popular form of spending is a $19.99 bundle of coins that makes up a quarter of the app’s in-app purchase revenue (TikTok takes 50% of the payout).
Lexi Sydow, head of insights at data.ai, said this is a compelling trend because they represent one-off micro-transactions given in the moment for specific creators that consumers enjoy.
“There’s not necessarily a subscription tied to it,” Sydow said. “You’re saying, ‘Kudos. I like this. I want more of it.’ And I think that that’s powerful for this space because I really do believe we’re in the early days of the growth rates.”
In 2023, TikTok became the first non-game app to generate $10 billion in consumer spending, according to data.ai. This bodes well for social media spending overall, which is only projected to grow.
Other platforms such as Instagram and YouTube have also jumped on the bandwagon to introduce tipping features.
Authenticity will rule…
Eric Wei, co-founder of Karat, a startup that helps creators with their finances and credit, describes the current era of social media content as “sensationalist” — and predicts a trend toward authenticity in 2024.
Just take a look at the top subscribed YouTube channel by an individual, MrBeast, whose recent videos include “I Rescued 100 Abandoned Dogs!” and “$1 vs $100,000,000 Car!”
Although MrBeast will continue to be popular, Wei predicts a movement of creators toward more unedited content. They include fitness YouTuber Sam Sulek, who has 2.75 million subscribers.
“Everyone’s focusing on Sam, why? The guy doesn’t edit,” Wei said. “It’s just him working out at the gym for over an hour.”
Youshaei, who also has a YouTube channel, said he sees the rise of this kind of content counteracting the “hyper-edited” videos that have taken over YouTube in recent years.
… But the rise of fake influencers is coming.
Lil Miquela, self-described as a “19-year-old Robot living in LA,” is one of the first virtual influencers. She charges up to hundreds of thousands of dollars for a deal and has worked with brands such as Burberry, Prada and Givenchy, the Financial Times reported recently.
She posts photos of herself vacationing in Europe, dyeing her hair at the salon and eating at taquerias. Does it matter that she’s not real? She has 2.6 million followers.
Human influencers may soon have to worry about competition from such AI-generated avatars.
Digital avatars that amass followers is not a new idea. Consider Japanese Vocaloid Hatsune Miku and K/DA, a virtual K-pop girl group featuring League of Legends characters.
And Wei points to Iron Mouse, one of the most subscribed female creators on Twitch who uses a virtual avatar and is known as a VTuber.
“It’s already a billion dollar industry,” he said.
Business
How bits of Apple history can be yours
In March 1976, Apple cofounders Steve Jobs and Steve Wozniak both signed a $500 check weeks before the official creation of a California company that would transform personal computing and become a global powerhouse.
Now that historic Wells Fargo check could be sold for $500,000 at an auction that ends on Jan. 29. The sale, run by RR Auction, includes some of Apple’s early items and childhood belongings of Jobs, Apple’s cofounder and chief executive, who died in 2011 at 56, after battling pancreatic cancer.
Since its founding, the Cupertino tech giant has attracted millions of fans who buy its laptops, smartphones, headphones and smart watches. The auction gives the adoring public a chance to own part of the company’s history ahead of Apple’s 50th anniversary in April.
Apple’s first check from March 1976 predates the company’s official founding in April 1976. It also includes the signatures of Steve Jobs and Steve Wozniak.
(RR Auction)
“Without a doubt, check number one is the most important piece of paper in Apple’s history,” said Corey Cohen, a computer historian and Apple-1 expert, in a video about the item. At the time, Apple’s cofounders, he added, were “putting everything on the line.”
Cohen said he’s known of a governor, entrepreneurs, award-winning filmmakers and musicians who own rare Apple collectibles. Jobs is a “cult of personality,” and people collect items tied to the tech mogul.
“This is a very important collection that’s being sold because there are a lot of personal items, a lot of things that weren’t generally available to the public before, because these things are coming right out of Jobs’ home,” he said in an interview.
RR Auction said it couldn’t share the names of the consignors on the check and some of the other auction items.
As of Monday, bids on the check surpassed $200,000. Jobs typically didn’t sign autographs, so owning a document bearing his signature is rare.
Other items up for auction include Apple’s March 1976 Wells Fargo account statement — the company’s first financial document — and an Apple-1 computer prototype board used to validate Apple’s first computer.
The auction features a variety of memorabilia, including vintage Apple posters, Apple rainbow glasses, letters, magazines, older Apple computers, and other historic items.
Apple didn’t respond to a request for comment.
Some of Jobs’ personal items came from his stepbrother, John Chovanec, who had preserved them for decades.
The items provide “a rare view” into Jobs’ “private world and formative years outside Apple’s corporate narrative,” a news release about the auction said.
Jobs’ bedroom desk from his family’s Los Altos home, which housed a garage where Apple-1 computers were put together, is also up for sale.
Papers from Jobs’ years before Apple are inside the desk and the highest bid on that item has surpassed $44,000.
A bedroom desk that belonged to late Apple cofounder Steve Jobs provides a glimpse into his early years before he created the tech company.
(RR Auction)
Bids on an Apple business card on which Jobs writes “Hi, I’m back” in black ink to his father reached more than $22,200. The card features Apple’s colorful logo alongside Jobs’ title as chairman, a role he returned to in 2011, according to the auction site.
Other items include 8-track tapes that featured music from artists such as Bob Dylan. Bids on a 1977 vintage poster featuring a red Apple that hung in Jobs family’s living room top $16,600, the auction site shows.
While Jobs is known for donning a black turtleneck, he also wore bow ties during high school and at Apple’s early events.
A collection of bow ties that belonged to late Apple co-founder Steve Jobs.
(RR Auction)
Some of Jobs’ bow ties have sold for thousands of dollars at other auctions.
Last year, a pink-and-green striped bow tie he wore when introducing the Macintosh computer in 1984 sold for more than $35,000 at a Julien’s Auctions event that highlighted technology and history.
The items on RR Auction feature colorful clip-on bow ties from Jobs’ bedroom closet.
“This brief fashion phase contrasted sharply with the minimalist black turtleneck and jeans that would later define his public image,” a description of the item states. “The shift reflected Jobs’ evolution from an ambitious young innovator to a visionary with a distinct and enduring personal brand.”
Business
Defiant independence from the Federal Reserve catches Trump off guard
WASHINGTON — White House officials were caught by surprise when a post appeared Sunday night on the Federal Reserve’s official social media channel, with Jerome Powell, its chairman, delivering a plain and clear message.
President Trump was not only weaponizing the Justice Department to intimidate him, Powell said to the camera, standing before an American flag. This time, he added, it wasn’t going to work.
The lack of any warning for officials in the West Wing, confirmed to The Times, was yet another exertion of independence from a Fed chair whose stern resistance to presidential pressure has made him an outlier in Trump’s Washington.
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Powell was responding to grand jury subpoenas delivered to the Fed on Friday related to his congressional testimony over the summer regarding construction work at the Reserve.
“The threat of criminal charges is a consequence of the Federal Reserve setting interest rates based on our best assessment of what will serve the public, rather than following the preferences of the president,” Powell said.
“This is about whether the Fed will be able to continue to set interest rates based on evidence and economic conditions,” he added, “or whether instead monetary policy will be directed by political pressure or intimidation.”
For months, Trump and his aides have harshly criticized Powell for his decision-making on interest rates, which the president believes should be dropped faster. On various occasions, Trump has threatened to fire Powell — a move that legal experts, and Powell himself, have said would be illegal — before pulling back.
The Trump administration is currently arguing before the Supreme Court that the president should have the ability to fire the heads of independent agencies at will, despite prior rulings from the high court underscoring the unique independence of the central bank.
The decision by the Justice Department to subpoena the Fed over the construction — a $2.5-billion project to overhaul two Fed buildings, operating unrenovated since the 1930s — comes at a critical juncture for the U.S. economy, which has been issuing conflicting signals over its health.
Employers added only 50,000 jobs last month, fewer than in November, even as the unemployment rate dipped a tenth of a point to 4.4%, for its first decline since June. The figures indicate that businesses aren’t hiring much despite inflation slowing down and growth picking up.
The government reported last month that inflation dropped to an annual rate of 2.7% in November, down from 3% in September, while economic growth rose unexpectedly to an annual rate of 4.3% in the third quarter.
However, the long government shutdown interrupted data collection, lending doubt to the numbers. At the same time, there is uncertainty about the legality of $150 billion or more in tariffs imposed on China and dozens of countries through the International Emergency Economic Powers Act, which has been challenged and is under review by the Supreme Court.
As inflation has cooled, the Fed under Powell has incrementally cut the federal funds rate, the target interest rate at which banks lend to one another and the bank’s primary tool for influencing inflation and growth. The Fed held the rate steady at a range of 4.25% to 4.5% through August, before a series of fall cuts left it at 3.5% to 3.75%.
That hasn’t been enough for Trump, who has called for the rate to be lowered faster and to a nearly rock bottom 1%. The last time the central bank dropped the rate so low was in the dark days of the early pandemic in March 2020. It began raising rates in 2022 as inflation took off and proved stubborn despite the bank’s efforts to rein it in.
Mark Zandi, chief economist at Moody’s Analytics, said there is room to continue lowering the federal funds rate to 3%, where it should be in a “well functioning economy, neither supporting or restraining growth.”
However, muscling the Fed to lower rates and reduce or destroy its independence is another matter.
“There’s no upside to that. It’s all downside, different shades of gray and black, depending on how things unfold,” he said. “It ends in higher inflation and ultimately a much diminished economy and potentially a financial crisis.”
Zandi said much will hinge on the Supreme Court’s decision on whether Trump can remove Federal Reserve Governor Lisa Cook, which he sought to do last year, citing allegations of mortgage fraud she denies.
While Powell’s term as chairman ends in May, his term as a governor — influencing interest-rate decisions — extends to January 2028. A criminal indictment over the construction project could provide Trump the legal justification he needs to remove him altogether.
“When he steps down in May, will he stay on the board or does he leave? That will make a difference,” Zandi said.
A key issue will be how much independence the Fed retains, he said, given the central bank’s role in establishing the U.S. as a safe haven for international bond investors who play a key role funding the federal deficit.
The investors rely on the bank to keep inflation under control, or they will demand the government pay more for its long term bonds — though the subpoenas had little effect so far Monday on bond prices.
“There are scenarios where the bond market says, ‘Oh my gosh, we’re going to see much higher inflation, and there’s a bond sell-off and a spike in long-term rates,” he said. “That’s a crisis.”
Zandi said that even if the worst-case scenarios don’t play out, it will take time for the Federal Reserve to reestablish its reputation as an independent bank not influenced by politics.
“I’m not sure investors will ever forget this,” he said. “Most importantly, it depends on who Trump nominates to be the next chair of the Federal Reserve — and how that person views his or her job.”
Lawmakers from both parties have questioned the motivation behind the investigation.
North Carolina Sen. Thom Tillis, a Republican member of the Senate Committee on Banking, Housing and Urban Affairs, has said he plans to oppose the confirmation of any nominee for the Fed until the legal matter is “fully resolved.”
“If there were any remaining doubt whether advisers within the Trump administration are actively pushing to end the independence of the Federal Reserve, there should now be none,” Tillis wrote in a social media post.
Sen. Elizabeth Warren, the top Democrat on that committee, accused Trump of trying to “install another sock puppet to complete his corrupt takeover of America’s central bank.”
“Trump is abusing the authorities of the Department of Justice like a wannabe dictator so the Fed serves his interests, along with his billionaire friends,” Warren said in a statement.
Rep. French Hill (R-Ark.), the chairman of the House Financial Services Committee, also expressed skepticism about the inquiry, which he characterized as an “unnecessary distraction.”
“The Federal Reserve is led by strong, capable individuals appointed by President Trump, and this action could undermine this and future Administrations’ ability to make sound monetary public decisions,” Hill wrote in a statement.
As Hill raised concerns about the investigation, he added he personally knew Powell to be a “person of the highest integrity.”
House Speaker Mike Johnson (R-La.), meanwhile, dismissed the idea that the Justice Department was being weaponized against Powell. When asked by a reporter if he thought that was the case, he said: “Of course not.”
Times staff writers Wilner and Ceballos reported from Washington and Darmiento from Los Angeles.
Business
Mattel introduces its first Barbie with autism, headphones on and fidget spinner in hand
Mattel is releasing its first autistic Barbie doll.
Created in partnership with the Autistic Self Advocacy Network (ASAN), the toy launched Monday is meant to represent children with autism spectrum disorder and how they experience the world.
The doll joins the Barbie Fashionistas line, which features more than 175 looks across various skin tones, body types and disabilities.
Previous additions include Barbie dolls with Type 1 diabetes, Down syndrome and blindness.
The Barbie with autism was in development for more than 18 months. ASAN, the nonprofit disability rights organization run by and for the autistic community, provided guidance as to how the doll can most accurately represent the various experiences people on the autism spectrum may relate to and celebrate the community.
The toy features elbow and wrist articulation, which allows for stimming and other gestures. Her eyes are shifted to the side to avoid eye contact.
She carries a fidget spinner and a tablet. She also wears noise-canceling headphones and a loose-fitting dress that allows for less fabric-to-skin contact.
To celebrate the new doll, Mattel is donating more than 1,000 autistic Barbies to pediatric hospitals across the country that offer specialized services for children on the spectrum. According to the autism nonprofit, Autism Speaks, one in 31 children and one in 45 adults in the U.S. has autism.
“Barbie has always strived to reflect the world kids see and the possibilities they imagine, and we’re proud to introduce our first autistic Barbie as part of that ongoing work,” said Jamie Cygielman, global head of dolls at Mattel, in a press release.
She added that the doll “helps to expand what inclusion looks like in the toy aisle and beyond because every child deserves to see themselves in Barbie.”
The toymaker’s investments in diversity and representation have proved commercially successful.
The Fashionistas line launched in 2009 and has provided the opportunity to create dolls beyond Barbie’s original look. In 2024, the most popular Fashionistas dolls globally included the blind Barbie and the Barbie with Down syndrome. The wheelchair-using doll has also consistently been a top performer since its debut in 2019.
Founded in 1945, Mattel started out of a Los Angeles garage. Over the last 80 years, the El Segundo-based company cemented itself as a multibillion-dollar toy company with products and brands like Fisher-Price, Hot Wheels cars and American Girl.
The new autistic Barbie is available starting Monday through Mattel Shop and retailers nationwide.
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